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PROMOTING PERCEIVED GREEN BRAND TRUSTWORTHINESS THROUGH VIRTUAL REALITY: A CONCEPTUAL FRAMEWORK
Costanza Dasmi,Anna Marrucci,Faheem Uddin Syed,Gaetano Aiello 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The objective of this research is to analyze the importance of Virtual Reality (VR) in digitally promoting perceived online trust toward green brands. We propose a conceptual framework based on Stimulus-Organism-Response to understand whether VR can increase cognitive and affective experiential state and customers' perceived trust toward green brands.